Shopping as therapy how mall entertainment stimulates patronage intention via hedonic and therapeutic shopping experiences

Abstract

As shopping malls rapidly evolve into integrated spaces for leisure, entertainment, and lifestyle, understanding how entertainment experiences drive consumer engagement has become increasingly important. Drawing on the Stimulus–Organism–Response (S-O-R) framework, this study examines the effects of in-mall entertainment on mall patronage intention through the mediating role of therapeutic motivation. Two types of entertainment are investigated: permanent entertainment (cinemas and arcades) and temporary or special event entertainment (seasonal festivals and pop-up events). Data were collected from 278 consumers in Ho Chi Minh City, Vietnam, including 150 online and 128 in-person surveys. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0, following a two-step procedure to ensure the reliability and validity of both the measurement and structural models. The sample reflects diversity in age, income, and shopping behavior, which enhances the generalizability of the findings within the dynamic urban retail context of Vietnam. Empirical results reveal that both forms of entertainment significantly enhance therapeutic motivation, encompassing relaxation, escapism, and enjoyment, which in turn positively influences mall patronage intention. These findings highlight entertainment as a strategic experiential stimulus that fosters emotional well-being and strengthens consumer–mall relationships. By clarifying the psychological mechanism linking entertainment and shopping intention, this study contributes to Sustainable Development Goal 3 (Good Health and Well-being) by positioning shopping malls as potential spaces for emotional restoration and mental health promotion. The study advances the literature on experiential retailing while offering practical implications for mall developers and retailers in emerging markets seeking to design emotionally engaging and health-promoting shopping environments.